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Outsmarting Social Media: Profiting in the Age of Friendship Marketing

By Evan Bailyn

Published by Que

Published Date: Apr 12, 2012

Description

This is the eBook version of the printed book.

This book is about the brewing war between Google and Facebook.  It’s about the intersection of search and social media, and who will control that intersection.  Google knows everything you search for, but that is no longer enough.  They have become jealous of Facebook, who knows every personal detail about you; Google wishes they could have all of that social data themselves.  They would like to use that data - the opinions of our friends and connections - to retool the search results.  Facebook, on the other hand, is jealous of the power Google has over people's purchasing decisions.  Because both Facebook and Google know our friends are where we get many of the recommendations that we value (What smartphone is the best? Was that movie worth seeing? Who makes the best running shoe?) they both want to exploit our online friendships.  But there is a big problem.  Both companies control their own piece of the puzzle - Facebook has our social circles and Google has our purchasing channels - and neither company is interested in sharing with the other.  Thus, social search nirvana won’t happen overnight. 


This book is a peek into the future of what search engines and social media channels will look like in the future, when the two have largely merged.  The people in our social networks will become driving forces — tastemakers, so to speak — in how advertisers market to us. If Facebook knows that one of your valued Facebook friends loves Klipsch speakers and then you search for home theater speakers on Google, you might see your friend’s recommendation for Klipsch speakers at or near the top of the search results.  If your friends post a lot of pictures on Facebook of concerts at The Greek Theatre, Facebook may begin advertising other Greek Theatre concerts to you using these pictures of your friends.  Tomorrow's ads will be nothing like todays; they will reflect our friends' likes and interests.  


Digital marketers will find this book extremely valuable since they currently rely on social media sites and search engines to drive marketing.  With social information playing a dominant role in both outlets, the face of digital marketing is shifting.  On Google, the things your friends talk about will color the search results — and the ads around those results.  Two people searching for the same thing will see different results based on the opinions of people in their social circles.  On Facebook and Twitter, new status updates and ads will appear featuring our friends' preferences - and this will influence our purchases.  The holy grail of marketing, as it were, will be knowing how to use your relationships to motivate other people to making purchases.  This book shows readers exactly how to do that.  Don’t be left behind. Get a leg up on your competition!

Table of Contents

Introduction

 

1 The Clash of the Internet Giants 7

The Rise of Facebook ..........................................................................................8

Google’s Problem ...............................................................................................12

Google’s Artillery ................................................................................................16

The Coming Showdown ................................................................................17

 

2 The New Influences in Search and Social Media 21

The Evolution of a Social Algorithm .....................................................22

The Rise of Tastemakers on Facebook ..................................................23

How to Become a Facebook Tastemaker.............................................26

    Build an Organic Fan Base ....................................................................27

    Entertain People to Increase Exposure to Your Status Updates ................30

    Facebook Ads ................................................................................................33

Google’s Pursuit of Tastemakers ..............................................................38

Escalation of Tensions Around Tastemaker Data .........................41

 

3 Social and Contextual Discovery 43

Social Discovery ..................................................................................................44

How Facebook Will Incorporate New Types of Social Advertising ....................46

    Richer Tagging..............................................................................................47

    New, Purchase-Related “Stories” in the News Feed ..............49

    Better Information on Friends and their Activities ...............50

    More Personalized Deals ........................................................................50

    Birthday Gift Suggestions ......................................................................50

Contextual Discovery .......................................................................................51

Capitalizing on Contextual Discovery ..................................................54

 

4 Real-Time Search and the Culture of Status Updates 57

Real-Time Search’s Homes ...........................................................................59

Profiting from Real-Time Search: The Search and Sell Method ....................62

    Devise Clever Search Phrases that Return Status Updates From Potential Customers ......63

    Identify the Usernames of Your Target Customers ..............64

    Take Your Time Contacting Leads ..................................................65

Real-Time Search as an Advertising Aid .............................................68

Preparing for Real-Time 2.0 ........................................................................69

Benefiting from Real-Time 2.0...................................................................70

Winning the Real-Time Search Game ..................................................73

 

5 Where Social Meets Local 75

How to Rank Highly in Google’s Local Searches ...........................77

    Directory Listings .......................................................................................79

    Links ....................................................................................................................80

    Proximity to the Searcher ......................................................................80

    Business Name ..............................................................................................81

    Proper Categorization and Tagging ................................................82

    Reviews ..............................................................................................................83

    Social Interaction ........................................................................................83

Check-Ins and Location Sharing ..............................................................84

Contextual Discovery and the Local Landscape .............................88

Social Data and the Local Meeting ..........................................................90

 

6 Converting Social Media into Profits 93

Making Yourself Valuable ............................................................................94

The Principles of Selling Through Social Media ............................97

    Principle #1: Cater to Short Attention Spans ............................98

    Principle #2: Know Your Medium ...................................................99

    Principle #3: Target People’s Core Interests ........................... 101

    Principle #4: Ask for the Sale............................................................ 107

    Principle #5: Invest Widely in Small Quantities, Then Invest Deeply in Whatever Is Working ........... 109

Monetizing in Each Medium ................................................................... 110

 

7 The Possibilities of Social Data 117

The Pandora of People ................................................................................. 119

Social Data As a Life Saver ........................................................................ 122

The Inner Workings of “People Similar to You” ........................ 124

Corporate and Government Uses of Social Data ........................ 126

Facebook and the Future of Social Data ........................................... 129

 

8 Dominating Facebook Ads 131

Facebook Versus Google: The Battle for Your Purchasing Power ................. 132

How to Think About Facebook Ads ................................................... 135

The 10 Commandments of Amazing Facebook Ads ................ 140

    Thy Picture Must Be Relevant ......................................................... 140

    Thy Call to Action Must Be Clear ................................................. 140

    Honor Thy Fans’ Complementary Interests ........................... 140

    Thou Shalt Not Bore Thy Ad Viewers........................................ 141

    Emotionalize Thy Language .............................................................. 141

    Thou Shalt Be Positive .......................................................................... 143

    Simplify Thy Language ......................................................................... 143

    Thou Shalt Not Covet Sexy Pictures ............................................ 143

    Thou Shalt Test Thy Ads in Different Demographics ........................ 143

    Reward Thy Fans...................................................................................... 144

Good Ads and Bad Ads ............................................................................... 144

    Good Ads ...................................................................................................... 144

    Bad Ads .......................................................................................................... 147

Converting Facebook Likes into Purchases .................................... 150

Using Status Updates to Engage Fans and Convert Customers ................... 154

 

9 Outsmarting Everything Else 157

Attracting Attention on YouTube ........................................................ 158

Using LinkedIn for Business Development .................................... 162

Speaking to Success ........................................................................................ 164

    Build Your Bio ........................................................................................... 164

    Speak Anywhere You Can .................................................................. 166

    Get Friendly with Conference Organizers ............................... 167

    Apply to Many Conferences ............................................................. 167

    Get Creative with Your Presentations ........................................ 167

Managing Your Online Reputation ..................................................... 169

A Final Word ..................................................................................................... 170

 

Index 171

 

Purchase Info

ISBN-10: 0-13-286141-0

ISBN-13: 978-0-13-286141-0

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